TePe Graphic Guidelines

TePe Graphic Guidelines

Why do we need graphic guidelines? Why do we need graphic guidelines? Everything we do, from business cards to advertisements and catalogues, should follow TePe s visual identity and amplify our values. Consistent visual identity ensures that TePe is always communicated in the same way, also on the international market. Sharing material among our TePe companies also leads to internal efficiency. So, how can we make sure that we keep in line with our identity and stay consistent? The answer is our graphic guidelines, which explain how to implement TePe s visual identity. Useful examples and templates are included.

Colour TePe colour space The TePe brand is supported with a colour palette designed to be modern, fresh and distinctive. Different combinations of colours may change the appearance of a design, so to maintain the brand recognition it is important that the colour palette is applied consistenly. Use solid color where applicable and steps of 60% and 40% if needed. Pantone Magenta C 0-100-0-0 220-0-131 Pantone 355 C 90-0-100-0 0-150-50 Pantone 2905 C 41-2-0-0 157-214-245 40% 60% Pantone Black C 0-0-0-100 0-0-0 100% Pantone 300 C 91-46-1-0 33-112-184

Logotype TePe logotype The logotype is an important asset to TePe and should serve as a foundation for all visual communication. To maintain a strong visual brand it is important that the logotype is always applied consistently wherever it appears. It should never be altered or manipulated; size and position is specified within this document. Elements of the logotype The TePe logotype includes two elements; the logotype (TePe and the frame) and the tagline (We care for healthy smiles). Both elements represent the logotype, our brand and the base of our identity. The logotype may not be altered in any way. It should not be complemented with other symbols or similar and it cannot be used as part of a text. The tagline may not be translated into any other language. Logotype clear zone To ensure the visibility of the logotype there must always be a specified space around the logotype a clear zone. The clear zone shall be as large as ½ the size (x) of the logotype (without tagline). No text or graphical elements are allowed in the clear zone. The examples on the next show correct and incorrect use of the clear zone. 1/2 x Logotype x Tagline 1/2 x 1/2 x Appropriate size for paper formats <A5 A5 A4 A3 25 mm 32 mm 40 mm 52 mm

Logotype The logotype with and without tagline If the logotype is wider than 20 mm, the tagline should always be included. If the width of the logotype is less than 20 mm, the tagline should not be included. This is to ensure that the tagline is always clear and readable. All measurements are in millimetres. Incorrect use of the logotype 20 mm It is of utmost importance that all elements of the TePe identity are used in accordance with the rules in these guidelines. No alterations of any kind may be made to the supplied artwork, including creating home-made versions of the logotype. For your guidance, some typical examples of incorrect use of the TePe logotype are illustrated below. They contain letterform, colour and format errors. Do not expand. Do not change the colour. Do not re-compose the logotype and tagline. Do not compress. Do not invert. Do not place on a similarly coloured background. Do not angle. Do not add visual effects. Do not place on a sharp coloured background.

Imagery Imagery We have an extensive media bank which is continuously updated and supplemented. It includes photos of products, people using TePe products and lifestyle photos.! Photos and illustrations can be downloaded from TePe s Media Bank at http://mediabank.tepe.com

Imagery

Typography Typography Helvetica Neue is our corporate font and it should be used where the font is available. It is a clean and modern typeface that complements TePe s logotype and is a key element to TePe s visual communication. Where Helvetica Neue is not available, we recommend using Arial which is our secondary typeface. Arial is usable for the web and powerpoint presentations. Primary typeface: Helvetica Neue AaBbCcDeEeFfGg 1234567890 %&?!# $@+ Helvetica Neue Thin: Helvetica Neue Light: Helvetica Neue Medium: Helvetica Neue Bold: Helvetica Neue Roman: Helvetica Italic:

Typography Secondary typeface: Arial AaBbCcDeEeFfGg 1234567890 %&?!# $@+ Arial Regular: Arial Italic: Arial Bold: Arial Bold Italic:

Additional Visual Objects Additional Visual Objects Presented below are additional objects which can be used for price, news or product information. News/Price Tags The primary function of a price or news tag is to be informative, hence the simple round form with a text. For better visual impact the text should be written horisontal in Helvetica Neue Bold. Choose the appropriate tag colour according to the overall color scheme of the artwork. New! 15% 10 BUY 10 GET 1 FREE! New! Numbering Numbering can be used to differentiate products in a collection. The numbering is often connected to a numbered list or table with further information. Choose the appropriate colour according to the overall colour scheme of the artwork. 0 1 2 3 4 5 6 7 8 9 0 1 2 3 4 5 6 7 8 9 0 1 2 3 4 5 6 7 8 9 0 1 2 3 4 5 6 7 8 9 0 1 2 3 4 5 6 7 8 9

Additional Visual Objects Tables A table gives a clear overview of product details. The main purpose is to inform, so the number of colours should be kept to a minimum. The base for all tables is a header and a text for each product. Use Helvetica Neue Bold for the header and Helvetica Neue Roman for the rows. There is a thicker delimiter between the header and the first row and a thinner delimiter between the other rows. Some examples: A basic table, you can adjust the text sizes and row height to fit your specific artwork. Product Item No. Pcs/Carton Information TePe Mini Soft 382 120 25 Mixed colours TePe Select Compact Soft 332 120 100 Mixed colours TePe Supreme 352 100 80 Mixed colours TePe Classic Soft 342 120 100 Mixed colours A table with colour dots to distinguish different sizes where colour coding is important. Product Item No. Pcs/Pack Information TePe IDB Pink 0,4 mm 132 210 10 ISO 0 TePe IDB Orange 0,45 mm 132 220 10 ISO 1 TePe IDB Red 0,5 mm 132 230 10 ISO 2 TePe IDB Blue 0,6 mm 132 240 10 ISO 3 TePe IDB Yellow 0,7 mm 112 250 10 ISO 4 TePe IDB Green 0,8 mm 112 260 10 ISO 5 Tepe IDB Purple 1,1 mm 112 270 10 ISO 6 TePe IDB Grey 1,3 mm 112 280 10 ISO 7 TePe IDB Black 1,5 mm 112 290 10 ISO 7 A table can also be placed on a coloured background, with numbering. Product Item No. Pcs/Pack Information 1 2 3 TePe Small Stand 931 032 1 - TePe IDB Orange 0,45 mm 132 220 10 - TePe IDB Red 0,5 mm 132 230 10 -

Putting it all together Putting it all together Here are some tips and examples on how to implement the most important text and visual objects available for communicating our brand and products. Keep in mind that although some elements are mandatory, there is room for market adaption. Advertisement (A4 format) 1 1. The base for all TePe graphic production; the TePe logotype and the sender, in this case the web address. Make sure that the logotype has the right colour and the correct placement (top right corner with the appropriate clear zone). 2 5 2. The tone of the background makes it easy to use a coloured header. It also puts TePes products in front with vibrant colors. The photograph is simple with the product as the hero. 3. The header and subheader should always be the same color. To enhance the light feeling, use Helvetica Neue Thin or Light. With this font the header can be large without seeming heavy. 4. The body text should be clear and easy to read with appropriate leading. Helvetica Neue Roman/Book is a good choice. 3 5. News tag with corresponding colour. 4 1

Putting it all together Advertisement (A4 format) 1 1. The base for all TePe graphic production; the TePe logotype and the sender, in this case the web address. Make sure the logotype has the right colour and correct placement (top right corner with the appropiate clear zone). 2 2. This is a two-tone photograph, used when there is a need to add some background color. Make sure the background is light enough to make the text legible. The photograph is simple with the TePe products as the hero, in strong and vibrant colours. 3. Always use the same colour for the header and subheader. To enhance the light feeling, use Helvetica Neue Thin or Light. With this font the header can be large without seeming heavy. 3 4. The body text should be clear and easy to read with appropriate leading. Helvetica Neue Roman/Book is a good choice. 4 5 5. Our Swedish heritage is represented through the text Made in Sweden written in Helvetica Neue Light in 60% black. 1

Putting it all together Advertisements (Collection)

Putting it all together Product Sheet (A4 format) 1. The base for all TePe graphic production, the TePe logotype and the sender, in this case the web address. Make sure that the logotype has the right colour and correct placement (top right corner with the appropriate clear zone). 1 2 2 3 2. A two-tone photograph can be used if there is a need for some background colour. Make sure the background is light enough to make the text legible. The photograph is simple with the TePe products as the hero, in strong and vibrant colours. 3. Price tag with corresponding colour. 4 4. To enhance the light feeling, use Helvetica Neue Thin or Light. With this font the header can be large without getting heavy. 5 6 5. The body text should be clear and easy to read with appropriate leading. Helvetica Neue Roman/Book is a good choice. 7 6. Complementary product/pack shot to emphasise which product the offer is about. 1 7. Table with all necessary information.

Contact Contact Task requests E-mail: graphicdesign@tepe.com Tel: +46 (0)40 670 11 67 Osvaldo Rivero E-mail: osvaldo.rivero@tepe.com Tel: +46 (0)40 670 11 67 Benny Nielsen E-mail: benny.nielsen@tepe.com Tel: +46 (0)40 670 11 42 Jenny Sjöö E-mail: jenny.sjoo@tepe.com Tel: +46 (0)40 670 11 82 Last modifed: 2013-01-07 OT120090TP